Premium ice cream tubs have been a quiet battleground in Australian grocery for years, with private label and imported European brands steadily claiming shelf space that domestic manufacturers once owned. Streets has just decided it wants that space back.
The brand, operating under The Magnum Ice Cream Company (TMICC), has launched Cremissimo — its first new indulgent tub range in the Australian market in over a decade. The range is now available nationally at Coles, Woolworths, and independent supermarkets.
What Is Cremissimo and Why It Matters for the Ice Cream Category
The indulgent tub segment sits at the premium end of the take-home ice cream market. It competes on texture, flavour complexity, and perceived quality — not price. Brands that play here are chasing the shopper who is trading up from a standard two-litre block and willing to pay for it.
For Streets, this is a deliberate repositioning signal. The brand has long been associated with impulse formats — Paddle Pop, Magnum bars, Cornetto — but the one-litre tub is a different occasion entirely. It’s a planned purchase, a household staple, and a higher-margin SKU for both manufacturer and retailer.
The Australian premium ice cream category has seen consistent growth as consumers treat at-home dessert as an affordable indulgence. Cremissimo enters that space with a five-flavour lineup designed to cover the core taste profiles that drive repeat purchase.
The Cremissimo Range: Flavours, Format, and Retail Footprint
The Cremissimo line launches with five flavours, all in one-litre tubs. The range covers Vanilla with Creme Anglaise, Chocolate with Choc Flakes, Salted Caramel with Honeycomb, Affogato with Cookie Crumb, and Pistachio with Crushed Biscuit.
Each flavour pairs a base with a textural inclusion — a format that has become standard in the premium segment because it justifies the price premium and creates a more differentiated eating experience than a plain flavour alone.
National distribution through Coles, Woolworths, and independent supermarkets from launch gives Cremissimo immediate scale. That breadth of retail coverage is not guaranteed for new entrants and reflects the commercial weight TMICC carries as a supplier to the major chains.
| Flavour | Inclusion | Format |
|---|---|---|
| Vanilla | Creme Anglaise | 1L tub |
| Chocolate | Choc Flakes | 1L tub |
| Salted Caramel | Honeycomb | 1L tub |
| Affogato | Cookie Crumb | 1L tub |
| Pistachio | Crushed Biscuit | 1L tub |
How Cremissimo Fits TMICC’s Broader Strategy
TMICC is navigating a significant structural moment. The Magnum Ice Cream Company was spun out of Unilever as part of a broader portfolio restructure, and it is now operating as a standalone entity focused entirely on ice cream. That focus changes the investment calculus.
Scott Mingl, GM ANZ at The Magnum Ice Cream Company, confirmed the strategic intent directly. “It’s been a long time since we last launched a brand new indulgent tub in Australia,” he said. “Premium innovation is central to our growth strategy, and Cremissimo signals what consumers can expect from us going forward.”
That framing — “signals what consumers can expect” — is deliberate. Cremissimo is not positioned as a one-off launch. It reads as the opening move in a longer premium push, with the tub format likely to anchor future innovation in the take-home segment.
What Cremissimo Does Not Change
Price points have not been confirmed publicly, which makes it difficult to assess exactly where Cremissimo sits on shelf relative to competitors such as Häagen-Dazs, Connoisseur, and the growing range of retailer own-label premium tubs. Shelf placement and promotional support will ultimately determine whether the range builds a loyal repeat-purchase base or fades after the launch window.
The launch also does not address the impulse channel, where Streets faces its own competitive pressures. Cremissimo is a take-home play, and the dynamics there — shopper loyalty, freezer space, promotional frequency — are distinct from the single-serve market.
Distribution through independents is confirmed, but the depth of that coverage across smaller format stores and convenience remains unclear.
Who Gains Most from This Launch
Coles and Woolworths gain a credible new premium tub from a supplier with proven category management capability. For category buyers, a Streets-backed premium tub is a lower-risk ranging decision than an unproven challenger brand. Independent retailers gain access to the same range from launch, which is a meaningful signal of TMICC’s commitment to the full grocery channel rather than a major-chain-first rollout.
For Streets, the immediate gain is shelf presence in a segment it has been absent from for over a decade. The longer-term gain depends on whether Cremissimo can hold its position once the launch support cycle ends.
Premium Ice Cream and the Broader Indulgence Trend in Australian Grocery
The Cremissimo launch sits inside a wider pattern playing out across Australian grocery: consumers are spending more selectively, but they are not abandoning indulgence. They are concentrating it. A premium tub bought once a fortnight replaces multiple smaller impulse purchases, and the per-unit margin for manufacturers and retailers is typically stronger.
Private label has made significant inroads in the standard ice cream segment, which has pushed branded manufacturers toward the premium end where own-label is harder to replicate convincingly. Streets is making exactly that move with Cremissimo — anchoring in the part of the category where brand equity and flavour complexity still command a price premium.
If Cremissimo builds the repeat-purchase rate its flavour architecture is designed to support, it will put pressure on every other premium tub brand currently occupying that freezer door space — and give TMICC a platform to extend the range further.
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Meta: Streets launches Cremissimo ice cream in Australia — five premium tub flavours now stocked at Coles, Woolworths and independent supermarkets nationwide.
Keyword Placements:
– “Cremissimo ice cream” — first paragraph and H3 heading
– “Streets” — used naturally across sections 2, 3, and 5
– “premium tub” — used in background, strategy, and bigger picture sections
Internal Link Ideas:
– Streets partners with The Collagen Co → Limited-edition ice cream collaborations in Australia
– Magnum braces for life on its own as Unilever spinoff nears → TMICC corporate structure and strategy
– Private label growth in Australian grocery → Retailer own-brand expansion across food categories
Tags: Streets ice cream, Cremissimo, The Magnum Ice Cream Company, premium ice cream Australia, Coles ice cream, Woolworths ice cream, FMCG product launch, indulgent ice cream, take-home ice cream, TMICC Australia
Social Snippet:
Streets hasn’t launched a new indulgent tub in Australia for over a decade. Cremissimo just changed that — five premium flavours, national distribution from day one, and a clear signal that TMICC is done ceding the take-home segment to private label and imports.